This Sux

The October 22 Associated Press article regarding the Sioux City Airport identifier, which happens to be SUX, brought to mind an incident with my Mother regarding appropriate and inappropriate language use in society. Let’s face it; people, especially kids, like to use language that shocks.

Then again, so do many popular entertainers including comedians, singers, rockers, rappers among others. My mother is in none of those categories. So, when she excitedly phoned me one day to tell me of her new vacuum cleaner purchase that really sucks, she announced she had waited over 60 years to be able to say that! I’ve remembered her story for at least 15 years. She shocked me with her double entendre.

For over 50 years, Sioux City airport has lived as SUX. I spoke with the airport administrator, Rick McElroy and he verified that the airport has indeed been SUX since 1954. After failed attempts to change the identifier with the Federal Aviation Administration (FAA), the board has decided to turn a negative around and promote the code on retail merchandise as “Fly SUX”.

What does FlySUX have to do with working mothers? Like I said; shock. We remember things that shock us. Shock becomes unforgettable. Entertainers know that, kids know that. Now with the help of marketers, the Sioux City Airport knows that. However, for job seeking Comeback Moms, shock might not be the best personal marketing campaign to employ. Turn a negative into a positive - that makes more sense. The next time someone asks what you do best think of FlySUX. There’s something unforgettable about you and your experience that you may perceive as a negative. Others may actually see it as unforgettable if you can express your unique identifier as a positive.